po polsku
illustration: DALL-EThe year 2024 marked another breakthrough for Poland`s marketing industry. According to the Internet 2024/2025 report published by IAB Polska, digital advertising not only grew but came to dominate the marketing communication landscape. Budget increases, investment shifts, and fast development of new ad formats all point to one thing. Polish advertising thrives online.
Growth with no brakes
In 2024, the value of the digital advertising market in Poland rose by nearly 20% compared to the previous year. IAB Polska analysts report that the internet already accounted for 57% of all advertising spending in the country. This is not a temporary change but a trend that has held strong for several years. Compared to traditional formats like print, radio, or outdoor, digital channels continue to show stable and dynamic growth. And there are no signs of this slowing down.
This sharp growth is driven by changing consumer behavior. More and more Poles spend most of their time online, especially on mobile apps. 65% of total online time now takes place on mobile devices. This has shifted ad investments toward digital channels that offer better targeting and more precise campaign planning.
| Country | 2021 | 2022 | 2023 | 2024 |
|---|---|---|---|---|
| Poland | 20% | 10% | 13% | 20% |
| USA | 35% | 11% | 7% | 15% |
| United Kingdom | 41% | 11% | 11% | 13% |
| Australia | 36% | 9% | 11% | 21% |
After two slow years, Poland returned in 2024 to strong online ad growth at 20%, matching the 2021 result. This shows a rebound in digital investment momentum after a pandemic slowdown. Poland stands out among developed countries where growth is more stable but lower. The digital market in Poland is picking up speed again.
Which formats are growing fastest
Not all digital ad formats grow at the same rate. IAB Polska data shows that the clear growth leader is online video. In 2024, marketers spent 1.62 billion PLN on this format. That makes it the fastest-growing ad category in the Polish internet. Why? A wide range of environments from social media to Connected TV. And rising effectiveness of audiovisual messaging.
Display still plays an important role, making up 26% of online ad spending. Although its share remains stable, there is a shift in budgets toward more engaging and interactive formats. Programmatic remains popular, gaining importance thanks to automation and the use of 1st party data.
Retail media is also noteworthy. In Poland, it saw a 30% increase in budgets. This format is embedded directly in sales ecosystems. Right where the purchase decision happens. Retail media is becoming not only a sales support tool but a serious competitor to traditional ad channels.
| Digital ad format | Market share in 2024 (%) |
|---|---|
| SEM | 29.2% |
| Display | 25.5% |
| Classifieds | 20.3% |
| Video | 19.2% |
| DOOH | 2.7% |
| Native | 1.7% |
| 0.7% | |
| Other | 0.7% |
The rise in social media users and automation tools means advertisers are increasingly turning to influencer marketing, native campaigns, and digital audio. What do these formats share? Personalization and real-time audience engagement.
Traditional advertising is falling behind
Compared to rapidly growing digital advertising, traditional media are losing appeal for marketers. Print, radio, and outdoor have been losing market share for years. IAB Polska reports that in 2024, total online ad spending surpassed any single traditional channel by a large margin.
Some industries and audience groups still find traditional media relevant (like radio ads for drivers). But it`s clear that budgets are shifting toward digital. Online offers more data, flexibility, and the ability to react quickly to market changes.
Moreover, new technologies like attention metrics allow advertisers to measure not just reach but real engagement. Traditional media can`t offer this level of precision. Real-time AI attention analysis is changing how marketers think about campaign effectiveness.
- 57% of all ad spending in Poland goes to online
- Nearly 20% year-on-year digital market growth
- Retail media +30% budgets in 2024
- Online video: 1.62 billion PLN and highest growth rate
The internet`s advantage over traditional media is not just in budgets. It`s a mindset shift for both consumers and brands. Customers expect personalization and interaction. Advertisers want efficiency and measurability. The internet delivers both. And the rise of AI and hybrid formats only deepens this edge.
The data in the IAB Polska Internet 2024/2025 strategic report comes from the AdEx study by IAB Polska in cooperation with PwC and Mediapanel Gemius/PBI analyses. Growth and market shares are based on net declared spending, excluding barter and agency discounts. The full report can be downloaded on the IAB Polska website.
COMMERCIAL BREAK
New articles in section Marketing and PR
Online shopping in Poland. Report by the Chamber of Digital Economy
Patrycja Sołtysik, Izba Gospodarki Elektronicznej
For the fourth consecutive year, 100% of internet users declare making a digital purchase at least once, and 93% have shopped online in the last six months. 97% of purchases in Poland involve an internet-connected device at some stage - most commonly a smartphone.
Coffee for moms. This is how they recharge parents' batteries at the Wrocław children's hospital
Reporterzy support
24 hours, 7 days a week, for 3 months. Non-stop. That is the average time a mother spends in an oncology hospital, caring for her child during treatment. A new project has launched at the Przylądek Nadziei (Cape of Hope) children's oncology clinic in Wrocław. In a simple way, it helps parents reduce stress, calm their emotions, and boosts their energy for caregiving. And that directly translates into the effectiveness of the children's treatment.
What affects our purchasing decisions? The KONSUMER 2026 study
Michał Mystkowski, Berry Kolektyw Kreatywny
Grandma watches TikTok before sleep. A father in his fifties types into Google "will AI take my job?" A thirty-year-old woman postpones having a child but buys a weekend trip "to take a breath for a moment". A twelve-year-old asks ChatGPT about a dream job and tries to convince parents to buy another game skin.
See articles on a similar topic:
Do Ads on TV Annoy You? Think Again, It’s Quite the Opposite!
Bartłomiej Dwornik
Advertisements don’t irritate viewers; instead, they increase the appeal of television programs, according to research published in the Polish edition of Harvard Business Review. Viewers are actually willing to pay more for shows they watched with ad breaks.
A Good Product is Not Enough. New Realities for Marketing are Coming
Reporterzy.info
- Brands face many tests in credibility and transparency in the coming years. The era of neutrality is over - predicts Maciej Swoboda, Chief Revenue Officer at the agency Funktional, in an interview with Reporterzy.info.
Email Marketing Done Right. How to Avoid Ending Up in SPAM
BARD
One in three Poles receives between 10 and 20 promotional emails daily, and more than half receive at least 10, according to a study by Redlink. For an email to stand out among the competition and be read by the recipient, three key factors are essential, capturing the most attention from recipients.
PR in Poland. Ranking of the largest public relations agencies 2025
KFi
The smallest teams often generate the most publications, and agencies outside Warsaw are increasingly capturing media attention. This unexpected distribution of power is one of the key findings from the 2025 PR Agency Ranking in Poland, developed by Widoczni and IMM.
